Why Apple’s New Ads Are Stupid, and Why They May Backfire
A lot of people have criticized Apple’s new TV ads featuring a “genius.” Most of the criticism is about them being, well, stupid, but I think there’s a more serious problem. Apple has always touted the ease of use of Macs and of Mac OS X, but in these ads – at least two of them – you see people who can’t do what they want with their Macs, and who need a genius to help them. So instead of talking about simplicity, Apple is talking about complexity. I have a feeling that, in the long run, the message these ads sends will make people think that Macs are too complicated for them rather than reassuring them.
Don’t agree? Have a look at this one.
Posted: 7/31/2012 by kirk | Filed under: Apple & Mac OS X | Tags: ads, Apple | 10 Comments »
haven’t seen the ads but … the genius who helped me migrate at the apple store sunday (after the migration stalled with 67 h to go!!!) was just wonderful. but one of the reasons i got a mac was because after the first time, migration was never going to be hard again. hah! most everything has slowly become normal since then, except parallels of course. which is also causing problems on the old machine.
Sure, they’re great, especially for things like a migration. But the ads show them needed for standard apps. That seems at odds with Apple’s marketing.
I think the point is that the customer does not have or just doesn’t want to take the time to get thing done. The customer is interested in the final result not the process of getting there. Even with simple software there is a learning curve. One might have questions whether one is doing it right or going down a deadend and having redo something.
A walkthrough with a Genius at locations that are becoming more and more prevalent, via an appointment, gives customers the sense that Apple is there to help the customer waste the least amount of time. A targeted and scheduled tutorial, that is more prompt than a visit to the doctor, is just the assurance a new potential Apple customer would like to see.
Apple might get away with this particular one, because the crux of the scenario is that the unfamiliar task/project needs to be done really *quickly*. Most people are happy to play and work out how to use apps for themselves, but that can take a while – it requires leisure. Under the pressure of time, who wouldn’t appreciate help from someone who can help them rattle through the steps to the desired result?
The other reason they might get away with it is that they’ve taken the very idea of the genius out of the normal trouble-shooting environment of an Apple store and set it in an unrealistic and mildly amusing situation. So the message of “our geniuses can solve your problems and fast” is communicated without making people think of genuine (and more stressful) situations that might require a genius – your iPhone losing all its data, for example.
From those “civilians” (i.e., not diehard long-term Mac users) with whom I’ve spoken, the reaction is mostly positive. In fact, I’ve seen an almost inverse relationship between how the ads are received and level of Mac expertise.
I must say the idea of a Mac genius stopping to put on his badge at 4AM before answering the door is absurdist humor. ☺
Clearly showing the the ads work, given the obvious target audience of the ads.
It’s like a film that’s based off of a novel that few people have read, which everyone enjoys except for the people who read the novel. If the filmmaker wanted to pander to the minority who read the novel, he would end up making a film that most people didn’t like, and would not make nearly as much money (and ultimately, without the artistic changes, it probably wouldn’t even be as good of a film).
The point is: why would Apple even try to make an ad that targets people who already use their products? It’s not like they have a huge problem with people leaving them for competitors.
I do like these ads better than the celebrity Siri ads but they are a bit too situation comedy. Software that does interesting things quite often takes more than minimal training. I do like the idea promoting the availability of genius, but they should be located in an Apple Store where they can actually be found and use funny situations that have actually happened where a genius saved the day. I suggest a similar style like the Target ads with a comic situation that ends with a solution by a Genius at the Apple Store.
Probably the Geniuses were removed from the store to give them a more personal feel. Everyone knows that they really are found in the Apple retail stores.
It’s also somewhat true to life: a genius in an Apple store told me that he can’t even wear his blue Apple shirt outside the store, or people will maraud him with questions.
The fact is that people who are technologically inept (the obvious target audience of these ads) are not going to be convinced that they can do things on their on. They’ve spent too much time using difficult computers (i.e., Windows, Blackberrys, etc.), and are convinced that computers in general are just difficult to use (it’s not cynicism so much as technological ignorance). If Apple tried to run ads that basically said, “You’ll figure it out on your own, trust us,” it wouldn’t work. This is what the PC manufacturers are implicitly saying to users already with their terrible support.
Instead, they are pandering to what these people want and think that they need, which is someone who will show them how to do things. If you’re someone who’s had to deal with terrible PC or IT department support, the promise of someone who is actually friendly and helpful is quite enticing.
After years of being the goto computer guy to help all the technologically inept members of my family, I’ve come to realize this, and I think others who find themselves in that situation will agree.
What Apple is trying to do with these ads is clear: build up a positive reputation of their support, and get people to specifically go to their retail stores for it (hence the genius). I think if that second goal along (getting people to go to the retail stores) is successful, then these ads will generate revenue for Apple.
I don’t think there is anything wrong because I am no mini Steve Jobs who have the best taste in everything in the world of and everything is not good enough if not blessed by Steve Jobs himself.